Key Facts:
- Black Market Coffee has launched The Great Australian Morning Report, a nationwide initiative exploring the rituals and routines that shape Australian mornings.
- The campaign coincides with Australia’s 2026 Census, inviting Australians to answer a different question: How do you start your morning?
- The report will collect data and personal stories from Australians across the country to uncover the habits, rituals and moments that define the start of the day.
- The findings will be published later this year, with Black Market aiming to make The Great Australian Morning Report an annual snapshot of Australian morning culture.
- The first 100 Founding Contributors will receive a complimentary Black Market Coffee Best Seller Sample Pack as a thank you for helping create the report.
- The survey takes less than three minutes to complete and is open to Australians of all ages.
- Survey participants can contribute at: Black Market Coffee
As Australians prepare to complete this year’s Census, Sydney specialty coffee company Black Market Coffee is launching a project to capture something the national survey doesn’t ask: how Australians actually start their mornings.
The company has today launched The Great Australian Morning Report, a nationwide project inviting Australians to share the routines, rituals and small habits that define the start of their day.
While the Census captures important information about Australia’s population, housing, education and employment, Black Market believes one of Australia’s most important daily rituals has never really been documented: how we start our mornings.
Black Market Coffee Co-Founder Jessica Hol said the idea came from a simple observation.
“The Census tells us a lot about who we are as Australians, but it doesn’t tell us how we actually begin our day,” Hol said.
“Millions of Australians start every morning with a ritual—whether that’s making coffee at home, walking the dog, exercising, reading or sharing breakfast with family. These are the moments that shape our days, yet they’ve never really been documented.”
Through a short online survey, Black Market hopes to create the country’s first Great Australian Morning Report, uncovering the routines, rituals and stories that define Australian mornings.
Black Market plans to publish the findings later this year and hopes the report will become an annual snapshot of Australian mornings, tracking how our daily rituals evolve over time.
To celebrate the launch, Black Market Coffee will gift its first 100 Founding Contributors a complimentary Best Seller Pack as a thank you for helping create the report.
“Ask ten Australians about their morning and you’ll probably get ten completely different answers. That’s what makes this so interesting. We want to celebrate those little rituals that become part of who we are, even if we rarely stop to think about them.”
About us:
About Black Market Coffee
Black Market Coffee is an Australian specialty coffee roaster founded by Jessica Hol and Angus Nicol. Supplying both independent cafés and home coffee drinkers across the country, the company believes coffee is more than a drink—it’s the catalyst for better mornings. Through initiatives like The Great Australian Morning Report, Black Market celebrates the rituals, routines and everyday moments that help Australians start their day well.
